Drink and beverage: Wines

 

Carlo Rossi's user base was in decline, as its traditional target consumer - middle-aged and middle-class wine drinkers - shifted away from drinking jug wine to more expensive foreign options; younger ...

India's drinks market has been dominated by beer and whiskey. But with a population of more than 1bn and a rising middle class, India is developing a wine market to support domestic producers and glob ...

The regular census, which involves counting more than four million people throughout New Zealand, is a major undertaking, which inevitably falls prey to certain groups refusing to be counted by Statis ...

Vincor International, the largest wine producer and distributor in Canada, wanted to launch a new brand of wine to appeal to novice wine drinkers and capitalize on the growing premium wine segment. Ac ...

This paper describes how qualitative research helped Beringer Blass Wine Estates develop its Australian Wine Regional portfolio offer in the United Kingdom. It takes readers through the project journe ...

In 2001, Canada's leading wine marketing company, Vincor Inc., introduced a wine targeting the younger wine consumer. Sola Nero was in the Popular segment (technically <$7.00), and 'younger' in this c ...

This paper describes how Suntory restored the international reputation and brand value of the French wine estate Château Lagrange by completely restructuring the estate. It emphasises the importance o ...

The available budget would not stretch to making a series of TV commercials and it was decided to use radio. This resulted in increases in awareness and sales.

The authors chart the successful relaunch of Harveys Bristol Cream, a project backed by a cost-effective programme of well-designed, carefully planned, innovative research. This paper won first prize ...

Perrier-Jouët was a little-known champagne that wanted to be a big brand. It did not have the ubiquity of Moët & Chandon, the prestige of Bollinger, the advertising budget of Lanson or the price advan ...

At the end of 1994, Moët & Chandon champagne was advertised in the UK for the first time in the brand's 250-year history. This significant step had been long delayed by a corporate reluctance to 'reso ...

The Sherry Institute of Spain's brief was that a campaign was needed to identify the unique quality and versatility of sherry and to explain the difference between sherry and its imitators - in partic ...

Le Piat d'Or, launched in 1979, had become third in the take-home wine market by Christmas 1983; the 1984-5 `French' campaign (no. 4216) took it to brand leader. By 1987, sales were still buoyant, but ...

Describes a 5-year period (1985-9) in the development of Champagne Lanson in the UK. Background description of the champagne market, the market in the UK, and Lanson's special characteristics. There h ...

Describes the success of Croft Original sherry since the introduction of the `Jeeves and Wooster' campaign in 1977 (see earlier papers nos. 4086 and 4118), and taking the story up to 1989. The market ...

Campaign to revive Black Tower, following acquisition by Grants of St James's in 1987. Previously, expansion of own label wines in Sainsbury and Tesco had depressed the premium branded lines, especial ...

Babycham was over 35 years old, the first alcoholic drink to be marketed to women. By 1982, research showed that the brand lacked saliency: old-fashioned, not a brand to be seen asking for, too `littl ...

Describes how a small alcoholic drinks brand, Pink Lady, was advertised on Capital Radio at Christmas 1985 with a limited budget, after no advertising at all for over 20 years. Sales in the advertised ...

Describes how advertising contributed to the successful launch of Country Manor, a new still perry with taste attributes of a light German white wine. Brand was launched in 1980, first advertised in 1 ...

Le Piat d'Or, launched in 1979, had become third in the take-home wine market by Christmas 1983. At end-1983, it was thought that the current rate of growth could not be maintained; a brand review was ...

Describes the campaign for Paul Masson California Carafes in 1982-4. Launch of the brand in 1980 had been very successful, and it was established by 1982; the history and early evaluation of the launc ...

Launch of a unique new product: a still perry drink similar in taste and appearance to a white German wine, which could be produced at a much lower cost. Television advertising in 1981 (4 bursts) in 3 ...

Describes the success of Croft Original sherry since the introduction of the `Jeeves and Wooster' campaign in 1977, with more detail than paper no. 4086, and taking the story up to 1981. The market an ...

The paper tracks the evolution of internet marketing of wine in the UK and focuses on whether wine providers currently use the internet as fundamental to marketing strategy or use it tactically. It su ...